<abstract xmlns="http://www.w3.org/1999/xhtml">

<p>The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related, communication, and marketing purposes. Based on our own analyses and desk research, we listed and then compared selected image-related activities carried out online by the higher education institutions rated as Poland’s top universities in the “Perspektywy Ranking”. We also extended our analysis to the universities rated as the world’s top universities, selected based on the Webometrics ranking, and identified a clear difference in trends. The online tools listed in this paper were evaluated in terms of their impact on the position of the higher education institutions in the education market.</p>
</abstract>

The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related, communication, and marketing purposes. Based on our own analyses and desk research, we listed and then compared selected image-related activities carried out online by the higher education institutions rated as Poland’s top universities in the “Perspektywy Ranking”. We also extended our analysis to the universities rated as the world’s top universities, selected based on the Webometrics ranking, and identified a clear difference in trends. The online tools listed in this paper were evaluated in terms of their impact on the position of the higher education institutions in the education market.

Evaluation of Selected Online Image-Building Activities By Polish Universities

Marketing of Scientific and Research Organizations

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"Evaluation of Selected Online Image-Building Activities By Polish Universities"}

The purpose of this paper is to identify the online tools used by Polish universities and analyse to what extent these tools are used for image-related,...

Evaluation of Selected Online Image-Building Activities By Polish Universities

Published Online: Jul 20, 2021

Page range: 53 - 70

DOI: https://doi.org/10.2478/minib-2021-0009

Keywords
public relations, universities, marketing, new technologies, social media, students, communication, online

© 2020 Agnieszka Marzęda et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Evaluation of Selected Online Image-Building Activities By Polish Universities

Published Online: Jul 20, 2021

Page range: 53 - 70

DOI: https://doi.org/10.2478/minib-2021-0009

Keywordspublic relations, universities, marketing, new technologies, social media, students, communication, online

© 2020 Agnieszka Marzęda et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
public relations, universities, marketing, new technologies, social media, students, communication, online